Nutella with a personal touch

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | October 02, 2015
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With the 'My Nutella Jar' campaign, the brand is giving an opportunity to its fans to personalise their jar of the hazelnut spread.

What's better than starting the day with Nutella? Starting the day with a jar of Nutella with your name on it, perhaps? The hazelnut spread with cocoa from Ferrero is giving an opportunity to its fans to personalise their Nutella jar with their or their loved one's name on it. With the 'My Nutella Jar' campaign, Nutella will now appeal not just to the consumers' taste buds, but to their emotions as well.

Nutella aims to strengthen its bond with customers with this month-long initiative. The brand will be using a mix of digital and on-ground events (mall and modern trade activations) which will be conducted in select modern trade stores in Mumbai, Delhi and Bengaluru. In all these stores, the consumer will be given a personalised label by the promoter on purchase of a Nutella jar. The label will be printed on the spot as per the name given by the customer. The list of the personalised Nutella stores can be found under 'Where do I get #mynutellajar' section on the site, after logging in and generating the label.

'My Nutella Jar' in-store promotion

Nutella will also engage and create a special experience for customers at malls in Gurgaon and Mumbai. Consumers can click their pictures and upload them on social media platforms instantly to capture their 'My Nutella' moments.

Talking about this initiative, Emanuele Fiordalisi, vice president - marketing, Ferrero India, says, "Nutella wanted to personally thank its fans for their continuous love towards the brand and what better way to do so than with a jar specifically for them. Through this personalised branding initiative, we aim to convert our current fans into brand ambassadors and also create excitement among new consumers to experience the brand. We believe this activity will help bring our consumers closer to the brand."

'My Nutella Jar' campaign video

Nutella has also created a video capturing the essence of this initiative. In addition, consumers will be encouraged to upload their pictures and share their experience on multiple social media platforms like Facebook, Twitter and Instagram, with the hash tag #mynutellajar.

Brand Nutella, which has presence in over 150 countries, is manufactured by Ferrero, an Italian chocolate and confectionery products maker. With an annual turnover of over USD 11 billion, it claims to be the third largest manufacturer of chocolate and confectionery products in the world.

Ferrero India has its corporate office in Pune and is present across the metros and mini-metros. Its other well-known brands in India include Ferrero Rocher, Kinder Joy, Kinder Schoko-Bons Crispy and Tic Tac. The company started its commercial operations in 2004. It has made India its production hub for Asia and Middle East and exports half its local production.

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